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McVitie's is Lost For Words with its 'Very Important Biscuits’ Range

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TBWA\London's tongue-in-cheek campaign launches a new range to market, namely the V.I.Bs (Very Important Biscuits)

McVitie's is Lost For Words with its 'Very Important Biscuits’ Range

TBWA\London has created a tongue-in-cheek campaign for its client McVitie’s, which launches a new range to market, namely the V.I.Bs (Very Important Biscuits). 

The campaign proudly announces the introduction of a luxury three layer masterpiece of silky milk chocolate, smooth caramel and crumbly biscuit. A self-indulgent sensorial biscuit sensation.

The work satirises the long-held tradition of chocolate campaigns adopting silky-smooth voiceovers and up-close product shots, by contrasting this clichéd marketing overture with the rather less contrived verdict from everyday consumers that the new biscuits are, well, 'Properly banging!'.

Making light of the fact that consumers absolutely loved the biscuits, but were rather lost for words to describe them other than simply 'lush', the campaign launches the strapline: 'Very Important Biscuits. Very Hard to Describe'. 

Starting in September, the activity spans out-of-home, social and radio. The work was created by Paddy Paddison & Joe Moloney of TBWA\London and media was planned and bought by sister agency Manning Gottlieb OMD.

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Brand: McVitie’s

Client: pladis


CMO: Caroline Hipperson

Brand Director: Emma Stowers

Senior Brand Manager: Sarah Babb


Chief Creative Officer: Andy Jex

Chief Strategic Officer: Anna Vogt

Managing Director: Katie Jackson

Creative Team: Paddy Paddison & Joe Moloney

Business Director: Gareth Hughes

Account Director: Max Phillips

Account Executive: Katia Lallart

Head of Design: Aaron Moss

Designer: Aaron Janagal

Head of Production: Poppy Manning

Broadcast Producer: Holly Baker

Integrated Producer: Deryck Van Steenderen


Media Agency: MGOMD


Production Company: Missing Link films

Director: Alicia MacDonald

Production Company Producer / Co-Founder & MD: Ben Link

Editor: Rachael Spann @ Work editorial

Post: Absolute Post

Sound: Parv Thind @ Wave

Categories: Food, Bakery

TBWA\London, Wed, 16 Sep 2020 13:20:44 GMT